Industry Marketing, Financial Services Lead
Position Overview:
The Financial Services industry operates in one of the most complex, highly regulated, and high-stakes environments, where trust is hard-earned, customer expectations are rising, and the cost of getting it wrong is significant. Success demands exceptionally high standards across security, compliance, and customer experience, all while navigating legacy systems, fragmented data, and the growing pressure to innovate at the pace of a rapidly evolving digital world.
As Industry Marketing Lead for Financial Services, you know the industry inside and out, and you understand the evolving needs of marketers in this space. An extended member of the Braze Product Marketing team, you’ll own every element of how Braze shows up in this market. You’ll set the strategy, write the industry narrative and positioning, create the plays the field can run, and develop the solutions that address the financial marketer’s unique regulatory and engagement challenges. You’ll work closely with sales, product, partnerships, customer success teams, and other Braze marketing teams to build Braze’s Financial Services business. This role’s day-to-day allows for both building strategy and hands-on execution as we continue to invest in this key industry.
Key Responsibilities:
Architect the Industry Marketing strategy:
Lead the development and execution of a comprehensive marketing strategy tailored to the Financial Services industry.
Collaborate with revenue and product teams to align Braze’s products and value proposition with industry-specific marketing objectives and business outcomes.
Develop a go-to-market strategy targeting key Financial Services audiences, leveraging industry insights to drive platform adoption.
Build a roadmap of 1:many and 1:few assets (sub-industry POVs, GTM plays, pitch narratives, demo stories) for the most important segments of Financial Services
Own and deliver the financial services narrative and point of view
Develop and evolve Braze’s financial services narrative, including our sub-industry narratives.
Pair product launches with financial services insights and use cases. Show how our new products solve real financial services problems like driving deposits, streamlining onboarding and building long-term customer trust.
Write sharp, data-backed thought leadership, building with media and research partners. Develop proprietary financial benchmarks and best practices.
Offer technical perspectives, considerations and trends as a part of the Financial Services narratives.
Be the field’s financial services expert
Represent Braze on stage at Financial Services specific events and in Financial Services publications.
Bring field and customer insight back to Product, PMM, Sales and leadership to shape priorities.
Collaborate on key enablement and education deliverables that help educate the broader organization on the Financial Services industry.
Support a small set of strategic pursuits and executive business reviews. Use what you learn there to improve how we go to market.
Turn customers and partners into proof
Partner with Customer Success, Sales and Customer Marketing to find, develop and publish financial services customer evidence (case studies, quotes, speakers, references).
Work with Partnerships to build joint Financial Services stories with technology partners and services partners. Help bring partners into our Financial Services roadmap.
Train Revenue teams and facilitate the ongoing exchange of knowledge and best practices.
Who You Are:
Financial Services native. Ideally with a consumer-facing marketing background in banking, insurance, wealth management, or FinTech.
You know how Financial Services brands run. You are well versed in customer acquisition and onboarding, product cross-sell, deepening wallet penetration, lifetime value, digital-first experiences, and the KPIs leaders are measured on.
Executive storyteller. You can turn complicated technology, including AI, into plain language a CMO or CFO cares about. You are an outstanding writer and presenter, and you easily adapt your messaging to your audience.
Builds to scale. You’d rather create a play 50 sellers use than a deck one seller uses.
Brings people along. You build trust across Sales, CS, PMM, Partnerships, Events and Content, and you push back when something’s off.
Uses AI at work. You use AI tools to research, write and build faster, and you can explain AI concepts like agentic, generative and predictive to customers.
Qualifications:
BA/BS degree required; MBA or relevant advanced degree a plus.
7+ years in B2B marketing, product marketing, financial services marketing, consulting or a strategy role, with significant time focused on Financial Services.
A track record of building industry or go-to-market strategies that drove pipeline and revenue.
Strong executive presence; experience speaking at industry events is a plus.
Experience working with cross-functional teams and managing relationships with key stakeholders.
Practical experience leveraging AI-powered marketing tools and automation to improve personalization, experimentation, operational efficiency, and team productivity
Experience with customer engagement, martech or data platforms (CEPs, CDPs, commerce platforms, data clouds) is a plus.
For candidates based in the United States, the pay range for this position at the start of employment is expected to be between $125,000 and $175,000/year, with an expected On Target Earnings (OTE) between $146,000 and $205,000/year (including bonus or commission).Your exact offer may vary depending on multiple individualized factors, including market location, job-related knowledge, skills, and experience. In addition to cash compensation, this role qualifies for a comprehensive Total Rewards package that includes equity grants of restricted stock (RSUs) so that you will own a piece of our company.
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